Unilever buys digital-first skincare brand Paula’s Choice

Unilever is to add digital-led skincare brand Paula’s Choice to its portfolio after reaching a purchase agreement with TA Associates.

The value of the deal – expected to be completed in the third quarter this year – has not yet been disclosed. According to Unilever, Paula’s Choice will join its Prestige division which manages other skincare brands such as Tatcha, Murad, and Dermalogica.

“Developing Unilever’s portfolio in the high-growth premium skin-care segment is one of our strategic priorities,” said Sunny Jain, president of beauty & personal care at Unilever.

“Paula’s Choice is a true pioneer in the digital space for beauty and has created a mission-based brand rooted in truth and transparency,” said Vasiliki Petrou, VP and CEO of Unilever Prestige.

Founded in 1995 by Paula Begoun, the direct to consumer brand Paula’s Choice is known for its science-backed products and digital tools, including its ‘Ingredient Dictionary’ that breaks down the research behind nearly 4000 ingredients, and ‘Expert Advice’, a curated online hub of skincare and ingredient knowledge.